According to ZenithOptimedia’s new Advertising Expenditure Forecasts, in 2017 the internet will be the biggest advertising medium in 12 key markets, which together represent 28% of global adspend. In four of these markets internet advertising will attract more than half of total adspend. Globally the internet will remain in second place, behind television, though the gap between the market shares of the two media will shrink from 11 percentage points this year to just four in 2017.
Google’s dominance as the world’s largest media owner has increased, with the gap between it and its nearest competitor widening significantly over the past year. According to ZenithOptimedia’s new report Top Thirty Global Media Owners 2015, Google is now 136% bigger than the second‐largest media owner (Disney), up from 115% a year earlier. It is also bigger than the second‐largest and third‐largest (Comcast) combined.
According to ZenithOptimedia’s new Advertising Expenditure Forecasts, global adspend will grow 4.4% to reach US$544bn in 2015, and will accelerate to 5.3% growth in 2016, boosted by the 2016 Summer Olympics in Rio and the US Presidential elections. Adspend will then slow down slightly in the absence of these events, growing 4.8% in 2017.
The rise of mobile advertising and social media, and the transition to programmatic buying of digital display, will help the global advertising market grow 5%‐6% a year over the next three years.
According to ZenithOptimedia’s new Advertising Expenditure Forecasts, global adspend will grow 4.9% to reach US$545 billion in 2015. The global economy is expected to improve (the IMF predicts 3.8% global GDP growth in 2015, up from 3.3% in 2014), but advertising faces a tough year‐on‐year comparison after the Winter Olympics, World Cup and US mid‐term elections in 2014. Adspend growth will therefore be slightly below 2014’s 5.1%.
The rapid development of digital advertising technology will help the global advertising market grow 5.3% in 2014, up from 3.9% in 2013. Growth will remain strong over the next two years, staying at 5.3% in 2015 and rising to 5.9% in 2016.
According to ZenithOptimedia’s new Advertising Expenditure Forecasts, we predict that global adspend will grow 5.3% to reach US$523 billion over the course of this year.
ZenithOptimedia today announces the acquisition of AKM3, a leading SEO agency in Europe. The transaction is subject to the approval of the German Federal Cartel Office.
Founded in 2011 and based in Berlin, AKM3 provides clients the full range of services needed for successful search engine optimization. The fast-growing company has more than 100 employees and has built up an impressive list of blue chip clients, such as Zalando, Teufel Audio, ProSiebenSat1 and Axel Springer.
People no longer consume moving images exclusively on one device. In addition to TV, more and more programmes, films and videos are also being watched on tablets, smartphones, Smart TVs and Desktop computers. To use several screens, sometimes even at the same time, has become a reality for media consumers in 2014.
On the other hand, it has been hard for advertisers to address their target groups with emotionally appealing moving image spots. Up to now it was often merely based on individual interpretation to determine whether net reach and campaign goals of TV spots and online video ads complement each other.
Nearly every major branded company now uses online video advertising as an extension of its TV campaigns. Targeted measures against the strategies of direct competitors are difficult to take in this field, as measurability is astonishingly difficult to achieve in terms of monitoring the competition. The figures issued by Nielsen and Comscore only provide an incomplete picture. Precise comparisons with competitors, which are perfectly common for TV, are mere wishful thinking for many clients and agencies.
Media agency holding company VivaKi is now introducing the VivaKi Video Verifier (VVV), which has been developed in collaboration with smartstream.tv, the multi device video network, and which evaluates the advertising impact of online video campaigns.
The World Cup will help the global ad market grow 5.4% in 2014, up from 3.9% in 2013. Growth will continue to improve over the next two years, reaching 5.7% in 2015 and 6.1% in 2016, driven by continued economic recovery, including, at last, the Eurozone. According to ZenithOptimedia’s new Advertising Expenditure Forecasts, we predict that the FIFA World Cup will boost global adspend by an estimated US$1.5bn this year. The event will deliver large television audiences and high interest in news media and sport websites, at a time of year when – in the northern hemisphere at least – people normally spend less time consuming media. We expect TV to benefit the most, but World Cup advertisers will spend more of their budgets on internet advertising, with advertisers more active on social media than during any previous sporting event.
The Düsseldorf‐based media agency Optimedia stages for Anheuser‐Busch InBev the launch of the new "Beck’s Cool Pack" with an original idea in Germany on YouTube. The videos specially tailored for YouTube are played with the typical skip‐button mechanics of this channel. In the lower right part of the player window, it allows viewers to skip the promotional video after five seconds. The protagonists of Beck's YouTube clips, two guys in their flat share, ask viewers explicitly to press the skip button. Those who listen to them certainly miss the points of the respective commercials.
Two Chinese companies – CCTV and Baidu – have entered ZenithOptimedia’s Top Thirty Global Media Owners ranking this year, the first time any company from China has done so. They join Brazil’s Globo as the only companies based in emerging markets on the list. The top media owner is Google, which is by some distance the world’s largest media owner, with revenues 47% higher than the second-largest, DirecTV. This gap has widened from 39% in last year’s edition of the report, as Google’s core search function has benefited from the rapid rise in search volumes from smartphones and tablets.
Advertising will continue to strengthen over the next three years, with global advertising spend growth forecast to rise from 3.9% in 2013 to 5.5% in 2014. Growth is then set to increase to 5.8% in 2015 and 6.1% in 2016. This growth will be driven by improvement in the global economy, the spread of programmatic buying, and the rapid rise of mobile advertising.
The effectiveness of online advertising is often the subject of heated debate. The significance of platforms that enable the automated purchase of digital advertising spaces is also being challenged. In digital marketing circles, it is often assumed that something processed by a machine can accomplish short-term achievements at best. VivaKi disagrees with this assumption.
Media agency group Starcom MediaVest Group acquired the seven-figure media account of Oberhachingen pharmaceutical manufacturer Mucos for the anti-inflammatory agent Wobenzym with its Frankfurt media agency, MediaVest.
From now on, MediaVest will handle communication with the target group across relevant communication channels.
Advertising is set to see the strongest sustained period of growth in ten years, with global adspend growth forecast to rise from 3.6% in 2013 to 5.3% in 2014. Growth is then set to increase to 5.8% in 2015 and 2016. The principle engine of this growth will be mobile technology, which is expanding the space for media consumption.
Fans are encouraged to shout their positive opinions from the rooftops. Critical voices, on the other hand, are preferred when they are somewhat quieter. This wishful thinking of many companies frequently leads to the underutilisation of social media potential. Within the framework of the qualitative study "Vocal critic or brand fan? – The Motives and Expectations of Brand Critics on Facebook", the media agency group VivaKi questioned 186 people who post active or passive brand criticism on Facebook and examined their motivation.
The global advertising market is set to enjoy the same healthy rate of growth experienced in 2012 – which saw adspend boosted by the London Olympics and the US elections – reflecting the extent to which the advertising market is now stabilising.
Automated media purchasing through real time bidding is continuing to gather pace in Germany. German media agency holding VivaKi has now become the first agency group in Germany to benefit from integrating specifically compiled audience segments into the VivaKi AOD (Audience on Demand) platform, as part of a preferred partnership with Europe's largest targeting platform, nugg.ad. This means that customers of agencies belonging to the VivaKi group can now target a wide portfolio of audience segments with a high reach potential.
The German VivaKi Group is expanding its management team. Alongside Nicole Prüsse, Chairman of VivaKi DACH, Frank-Peter Lortz, 47, becomes COO of VivaKi Germany with immediate effect. In addition to his position as Chairman of ZenithOptimedia, Lortz will now also take on responsibility for the operational departments of VivaKi in Germany.
ZenithOptimedia has promoted Dr Nicole Pruesse to the newly created role of CEO, Northern, Central and Eastern Europe as the network looks to drive business growth and further enhance its range of communications services across the region. As part of the move, Nicole will retain her role as Chairman, VivaKi DACH (Germany, Austria and Switzerland). At ZenithOptimedia, Nicole currently has responsibility for DACH and the Nordics (Denmark, Finland, Norway and Sweden).
The Düsseldorf‐based digital agency Newcast is getting a new boss. Ingo Kahnt, 45, will take over management of the ZenithOptimedia subsidiary on 1 October and report directly to Jens Nagel‐Palomino, CEO of Newcast and Performics. Kahnt comes from Toyota Deutschland, where he has worked since 2009. In his most recent role as Head of National Communications, he was responsible for all classic communication channels, CRM and the Internet and drove the digital revolution at Toyota across multiple departments.